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This blog post was inspired by Susan B. Weiner’s post How Should You Thank Clients for Referrals? From March 12, 2010.
Sending a thank-you note should be a standard part of any referral follow-up process. Expressing gratitude to the referral source, whether it is a client or a center–of-influence (COI), encourages future referrals. The question is what is the best way to send a thank-you note to a referral source.
Fifteen years ago, sending a handwritten note was the only option. Technology has changed that, providing you with several options that make the choice more difficult. What is the right choice for your business? Here are three options to consider, depending on the demographics of your referral sources and the resources available in your firm.
Handwritten note card
The handwritten note card is the most effective of all the thank-you note options. Fewer and fewer people are sending handwritten cards to show appreciation, which makes their impact much greater. The downside for the high-impact nature of the handwritten note is the inefficiency of the process. To send a traditional card, you have to think of a personalized message to write, address and stamp the envelope and finally send the card through snail mail. This may not seem like that much work, but the process adds ten minutes to your already busy day. You can shorten thie time by having an assistant write the note, but you have to worry that the recipient will notice the note is not written in your handwriting. If you have the time and your referral sources are of an older generation or are technology neophytes, the handwritten card is the best option for your business.
Electronic cards
Electronic cards (e-cards) will have the least amount of impact out of all the thank-you note options. E-cards tend to end up in junk mail boxes or are never opened because they require the recipient to click a link to view the message. In addition, the recipient may think you are too cheap or too lazy to send a traditional card. On the positive side, e-cards are quick, easy, inexpensive and eco-friendly to send.
